Sign & Digital Graphics

May '17

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62 • May 2017 • S I G N & D I G I T A L G R A P H I C S ELECTRIC SIGNAGE impossible to get a display bright enough to see outside in the sunshine Now, "You literally can put it in a retail store, behind one-inch tinted glass and see it three blocks away. It is amaz- ing what can be done now," Creasy says. It was all made possible because of advances in LED technology. Box makers have also found ways to knock the glare off the glass case and block the heat from the sun while finding ways to cool down the inside of the display because it can't go above 140 degrees. When DSA Phototech started build- ing these types of signs, they were the only ones doing it. Now there are prob- ably 100 or more companies in the space. The main advantage of cloud-based signage is that it allows a company to get the right message to the right customer at the right time. "You can pick your message, the time you want to deliver it and anticipate what customer you are going to put it in front of. That's really big," he says. The cloud also offers agility, flexibility and efficiency. Someone in the corporate office can distribute the same message to 50,000 locations simultaneously. They also can monitor each display screen to make sure it is operating correctly. Some retailers are even getting away from offering a large inventory. Instead, they offer digital displays of all of their wares and can digitally show a customer how they would look in the clothes they are admiring. They can change the color and the size and it all shows up in the dressing room mirror, as if the person is physically trying on clothes. "All of that is out there now. It is incredible what they're doing. All of that is the cloud. There is no way you could do that communication without an unlimited pathway. You couldn't run enough wires to have it all. A lot of it is done remotely. It is wireless," Creasy says. The main disadvantage of cloud- based signage is cost. "The more creative and further out there you get, the more it is going to cost you. It is very difficult to do validation and ROI (return on investment)," he says. One of the first signs his company worked on was for KFC. The company wanted to eliminate its point of purchase print advertising. It eliminated all paper and replaced its menus with digital menu boards. "It saw no negative impact whatso- ever. It performs exactly the same, or the print P.O.P. never had any impact to begin with," he says. 10mm in Dothan, AL through Complete Signs. (Photo courtesy of EBSCO) Digital Signage Display in Library, NY. (Photo courtesy of DynaSign) (Photo courtesy of EBSCO)

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